AT&T Tries to Scoop T-Mobile on Paying Customers to Change, Offers Up to $450 Per Line Switch

Yesterday, we talked about some of the hints that have dropped over T-Mobile’s UnCarrier 4.0 event that will go down next week in Las Vegas at CES. During the event, we are expecting CEO John Legere to talk about a plan that will pay families to leave their current carrier (AT&T included) and join T-Mobile. Sources of ours have indicated that T-Mobile will pay ETF fees up to a $350 credit when you bring at least 3 lines over. It’s a bold move, one that AT&T appears to be trying to get out in front of. This morning, AT&T announced a new initiative that could land customers as much as $450 should they bring business over from T-Mobile. Yes, just T-Mobile. (Shots fired?)

You’ll notice I said “as much as $450,” meaning you have to meet all sorts of criteria in order reach that number. For one, in order to get the first $250, you will have to trade in your T-Mobile phone and hope that it’s worth $250. As you can imagine, not all phones are worth that much to AT&T, so you could see much lower than $250. And two, if you want to receive an extra $200, you’ll need to transfer your service to AT&T and sign-up for AT&T Next (monthly payment program for phones), buy a phone at full retail, or activate a device you already own. Since you just traded in your T-Mobile phone, that sort of rules that out.

According to the press release, AT&T thinks customers will benefit from this move because of their “larger and more reliable 4G LTE” network and because they have a “superior smartphone line-up and award-winning customer service.” They then follow-up those points by talking about Mobile Share Value plans, AT&T’s new no-contract plans that are in direct competition with everything T-Mobile stands for.

Is this all really that great of a deal? Well, AT&T does have a better network, but isn’t part of your reason for going to T-Mobile to sort of stick it to the man (and pay cheaper prices)? You tell me.

We have included the full press release, so you can read all of the fine, fine print.

AT&T Offers T-Mobile Customers up to $450 Per Line to Switch

Customers Ring in New Year with a Superior Network Experience and a Brand New Smartphone

Dallas, Texas, January 03, 2014

Starting today, AT&T* is offering T-Mobile customers the opportunity to upgrade their mobile lifestyle with value of up to $450 per line when they switch to AT&T and trade in an eligible smartphone.

In addition to a larger and more reliable 4G LTE network, T-Mobile customers who switch to AT&T will benefit from a superior smartphone line-up and award-winning customer service. With AT&T, customers can take advantage of AT&T’s new Mobile Share Value plans, which offer data and unlimited talk and text starting as low as $45 per month with no annual contract.** AT&T NextSMoffers customers the chance to upgrade to a new smartphone every year for $0 down.

Beginning Jan. 3, under the limited-time offer, T-Mobile customers who switch to AT&T can trade-in their current smartphone for a promotion card of up to $250, which can be used toward AT&T products and services. Trade-in values will vary based on make, model and age of the smartphone, but many of the latest and most popular smartphones will qualify for a value of $250. T-Mobile customers can receive an additional $200 credit per line when they transfer their wireless service to AT&T and choose an AT&T NextSM plan, buy a device at full retail price or activate a device they currently own.1

Only AT&T offers the nation’s most reliable 4G LTE network, covering more than 270 million Americans.2 J.D. Power awarded AT&T the “Highest Ranked Customer Service Performance Among Full-Service Wireless Providers” and “Highest Satisfaction with the Purchase Experience among Full Service Wireless Providers” in their 2013, Volume 2 studies.

T-Mobile customers can learn more by visiting www.att.com/switchfromtmo or an AT&T retail store.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

T-Mobile customers can learn more by visiting www.att.com or an AT&T retail store.

* AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

1. Requires qualified trade-in. Not all devices are eligible for trade-in or will receive full $250 value. Promotion Cards may only be used toward purchases of eligible AT&T products & services or to pay your wireless bill. Additional promo card terms may apply in select locations. Switcher Bill Credit requires port-in of eligible T-Mobile wireless number and qualified activation. Must maintain svc & good standing status for 90 days to receive credit. Credit rec’d w/in 3 bill cycles. Tmo customer must take a Mobile Share Value Plan. Credit not available on 2-year contracts. Offer includes participating Dealers and National Retail. Additional terms and conditions apply.

2. Reliability claim based on data transfer completion rates on nationwide 4G LTE networks. LTE is a trademark of ETSI. 4G LTE not available everywhere.

About AT&T

AT&T Inc. (NYSE:T) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and internationally. With a powerful array of network resources that includes the nation’s fastest and most reliable 4G LTE network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile Internet, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries. It also offers advanced TV service with the AT&T U-verse® brand. The company’s suite of IP-based business communications services is one of the most advanced in the world.